STRATEGI KOMUNIKASI PEMASARAN ONLINE LA-DEVITTO di SURABAYA DENGAN PENDEKATAN BENCHMARKING

Abstract

Online marketing communication strategy is important to all industries especially Food and Beverages (F&B) industry. It is supported with the development of internet and increasing numbers of people who use mobile phone. The purpose of this thesis is developing online marketing communication strategy on La-Devitto. This research uses qualitative method to find the answer to the problem statement itself. The result of this research finds that media used for online marketing communication are social media (Instagram, Whatsapp) and website. In addition, there are ways or efforts to manage online media which are using endorsement, active activities on social media, interesting content of media online, and appealing picture. In addition, this research finds that words of mouth and sales promotion are important in online marketing.